Optimising Paths To Conversion
Optimising Paths To Conversion          A quick introduction               Boden             Me
Optimising Paths To Conversion    Johnnie Boden                   Tagman   • We’ve been working with Tagman for 1 year,   ...
Optimising Paths To Conversion         Path To Conversion Data   • If you don’t know what Tagman Path To     Conversion (P...
Optimising Paths To Conversion                                                  Event                                     ...
Optimising Paths To Conversion                                 Looks Ugly. Why PTC?Conversion          Event              ...
Optimising Paths To Conversion                                 Looks Ugly. Why PTC?Conversion          Event              ...
Optimising Paths To Conversion                                 Looks Ugly. Why PTC?Conversion          Event              ...
Optimising Paths To Conversion                                 Looks Ugly. Why PTC?Conversion          Event              ...
Optimising Paths To Conversion                                 Looks Ugly. Why PTC?Conversion          Event              ...
Optimising Paths To Conversion             How do we use this?   • We need to import and aggregate this data     in a mean...
Optimising Paths To Conversion                                  How do we use this?                                       ...
Putting PTC into Practice
Optimising Paths To Conversion       Autumn Prospect Catalogue Campaign                             •   Prospect Catalogue...
Optimising Paths To Conversion       Autumn Prospect Catalogue Campaign                             •   Prospect Catalogue...
Optimising Paths To Conversion             Prospect Catalogues & Paths To ConversionConversion                            ...
Optimising Paths To Conversion                 Prospect Catalogue Touch-Point Mix                       Total Campaign    ...
Optimising Paths To Conversion                    Prospect Catalogue Touch-Point Mix                           Total Campa...
Optimising Paths To Conversion       Catalogue Converters vs. Voucher Converters                            Catalogue     ...
Optimising Paths To Conversion              Catalogue Converters vs. Non-converters                            Catalogue  ...
Optimising Paths To Conversion              Autumn Prospect Summary   • Majority of touch-point interactions are Direct To...
Optimising Paths To Conversion             Watch this space                       The end.Thank you very much for listenin...
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Tag Man Boden Ptc Optimization Case Study Attribution Sig 031611

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Boden\'s presentation at TagMeet where TagMan (the Tag Management System with real-time attribution) clients all met up.

See also his Q&A on blog.tagman.com

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Tag Man Boden Ptc Optimization Case Study Attribution Sig 031611

  1. 1. Optimising Paths To Conversion
  2. 2. Optimising Paths To Conversion A quick introduction Boden Me
  3. 3. Optimising Paths To Conversion Johnnie Boden Tagman • We’ve been working with Tagman for 1 year, four months and 21 days and a bit. 1. Manage marketing tags. 2. Increase page load speeds. 3. Dedupe CPA channels. 4. Use fractional attribution models and marketing touch point data to revolutionise our customer engagement strategy…
  4. 4. Optimising Paths To Conversion Path To Conversion Data • If you don’t know what Tagman Path To Conversion (PTC) data looks like…
  5. 5. Optimising Paths To Conversion Event Conversion SalesConversion Time Event # Event Time Type Campaign Placement Ref Click Ref ID Value 01/06/2010 08:13 1 02/05/2010 08:15 Click UK Direct to site U100849148 26.4 01/06/2010 08:13 2 06/05/2010 16:46 View UK AOL 02w872_728x90 U100849148 26.4 01/06/2010 08:13 3 25/05/2010 15:06 Click UK PPC Google Generic girl summer skirt U100849148 26.4 01/06/2010 08:13 4 01/06/2010 07:45 Click UK SEO Brand google.co.uk boden U100849148 26.4 01/06/2010 08:13 5 01/06/2010 08:12 Click UK Affiliate Window 67035 U100849148 26.4 01/06/2010 08:14 1 19/05/2010 09:01 Click UK Affiliate Window 67046 U100849170 30 01/06/2010 08:17 1 31/05/2010 22:04 Click UK AOL 02f649_160x60 U100849208 63 01/06/2010 08:17 2 01/06/2010 07:26 Click UK PPC Google Brand boden offers U100849208 63 01/06/2010 08:17 3 01/06/2010 07:41 Click UK Direct to site U100849208 63 01/06/2010 08:18 1 01/06/2010 08:02 Click UK PPC Google Brand johnnie boden U100849215 92 01/06/2010 08:20 1 03/05/2010 11:43 Click UK Affiliate Window 60940 U100849261 72 01/06/2010 08:20 2 01/06/2010 07:56 Click UK Criteo babycentre.co.uk U100849261 72 01/06/2010 08:24 1 28/05/2010 15:35 Click UK SEO Brand google.it minu boden U100849307 42 01/06/2010 08:24 2 01/06/2010 08:08 Click UK Direct to site U100849307 42 01/06/2010 08:26 1 06/05/2010 20:26 Click UK SEO Brand google.ie johnnie boden U100849353 123.04 01/06/2010 08:26 2 31/05/2010 15:19 Click UK SEO Brand google.ie boden U100849353 123.04 01/06/2010 08:26 3 01/06/2010 07:53 Click UK SEO Brand google.co.uk boden U100849353 123.04 01/06/2010 08:26 4 01/06/2010 08:23 Click UK Affiliate Window 65970 U100849353 123.04
  6. 6. Optimising Paths To Conversion Looks Ugly. Why PTC?Conversion Event Event Conversion SalesTime # Event Time Type Campaign Placement Ref Click Ref ID Value 01/06/2010 08:13 1 02/05/2010 08:15 Click UK Direct to site U100849148 26.4 01/06/2010 08:13 2 06/05/2010 16:46 View UK AOL 02w872_728x90 U100849148 26.4 01/06/2010 08:13 3 25/05/2010 15:06 Click UK PPC Google Generic girl summer skirt U100849148 26.4 01/06/2010 08:13 4 01/06/2010 07:45 Click UK SEO Brand google.co.uk boden U100849148 26.4 01/06/2010 08:13 5 01/06/2010 08:12 Click UK Affiliate Window 67035 U100849148 26.4
  7. 7. Optimising Paths To Conversion Looks Ugly. Why PTC?Conversion Event Event Conversion SalesTime # Event Time Type Campaign Placement Ref Click Ref ID Value 01/06/2010 08:13 1 02/05/2010 08:15 Click UK Direct to site U100849148 26.4 01/06/2010 08:13 2 06/05/2010 16:46 View UK AOL 02w872_728x90 U100849148 26.4 01/06/2010 08:13 3 25/05/2010 15:06 Click UK PPC Google Generic girl summer skirt U100849148 26.4 01/06/2010 08:13 4 01/06/2010 07:45 Click UK SEO Brand google.co.uk boden U100849148 26.4 01/06/2010 08:13 5 01/06/2010 08:12 Click UK Affiliate Window 67035 U100849148 26.4 1. Customer journeys across channels.
  8. 8. Optimising Paths To Conversion Looks Ugly. Why PTC?Conversion Event Event Conversion SalesTime # Event Time Type Campaign Placement Ref Click Ref ID Value 01/06/2010 08:13 1 02/05/2010 08:15 Click UK Direct to site U100849148 26.4 01/06/2010 08:13 2 06/05/2010 16:46 View UK AOL 02w872_728x90 U100849148 26.4 01/06/2010 08:13 3 25/05/2010 15:06 Click UK PPC Google Generic girl summer skirt U100849148 26.4 01/06/2010 08:13 4 01/06/2010 07:45 Click UK SEO Brand google.co.uk boden U100849148 26.4 01/06/2010 08:13 5 01/06/2010 08:12 Click UK Affiliate Window 67035 U100849148 26.4 1. Customer journeys across channels. 2. Successful paths and marketing combinations.
  9. 9. Optimising Paths To Conversion Looks Ugly. Why PTC?Conversion Event Event Conversion SalesTime # Event Time Type Campaign Placement Ref Click Ref ID Value 01/06/2010 08:13 1 02/05/2010 08:15 Click UK Direct to site U100849148 26.4 01/06/2010 08:13 2 06/05/2010 16:46 View UK AOL 02w872_728x90 U100849148 26.4 01/06/2010 08:13 3 25/05/2010 15:06 Click UK PPC Google Generic girl summer skirt U100849148 26.4 01/06/2010 08:13 4 01/06/2010 07:45 Click UK SEO Brand google.co.uk boden U100849148 26.4 01/06/2010 08:13 5 01/06/2010 08:12 Click UK Affiliate Window 67035 U100849148 26.4 1. Customer journeys across channels. 2. Successful paths and marketing combinations. 3. Successful sequences of marketing touch-points.
  10. 10. Optimising Paths To Conversion Looks Ugly. Why PTC?Conversion Event Event Conversion SalesTime # Event Time Type Campaign Placement Ref Click Ref ID Value 01/06/2010 08:13 1 02/05/2010 08:15 Click UK Direct to site U100849148 26.4 01/06/2010 08:13 2 06/05/2010 16:46 View UK AOL 02w872_728x90 U100849148 26.4 01/06/2010 08:13 3 25/05/2010 15:06 Click UK PPC Google Generic girl summer skirt U100849148 26.4 01/06/2010 08:13 4 01/06/2010 07:45 Click UK SEO Brand google.co.uk boden U100849148 26.4 01/06/2010 08:13 5 01/06/2010 08:12 Click UK Affiliate Window 67035 U100849148 26.4 1. Customer journeys across channels. 2. Successful paths and marketing combinations. 3. Successful sequences of marketing touch-points. 4. Successful timings for marketing touch-points.
  11. 11. Optimising Paths To Conversion How do we use this? • We need to import and aggregate this data in a meaningful way. • Identify and optimise beneficial marketing interactions • Minimise and remove unhelpful marketing interactions.
  12. 12. Optimising Paths To Conversion How do we use this? Touch- Customer points / Conversion SalesPath To Conversion – Channel Overlaps Paths Path Orders % Value AOV Cost ROASPPC_Generic 12,214 1.2 171 1.40% £13,420 £78 £5,686 236%PPC_Generic + Direct_To_Site 15,000 2.3 168 1.12% £16,773 £100 £7,500 224%PPC_Brand + PPC_Generic + Direct_To_Site 5,745 3.3 81 1.41% £7,561 £93 £2,439 310%PPC_Brand + PPC_Generic 7,500 2.2 111 1.48% £11,436 £103 £3,584 319%PPC_Brand + PPC_Generic + Affiliates 1,543 3.7 54 3.50% £4,446 £82 £3,495 127%PPC_Brand + PPC_Generic + Email 1,765 4.8 39 2.21% £4,615 £118 £1,211 381%PPC_Generic + Direct_To_Site + Affiliates 1,994 3.7 72 3.61% £6,120 £85 £4,237 144%SEO_Brand + PPC_Generic 3,600 2.3 54 1.50% £4,677 £87 £1,584 295%PPC_Brand + PPC_Generic + Direct_To_Site+ Affiliates 1,268 5.0 45 3.55% £4,275 £95 £3,244 132%SEO_Brand + PPC_Brand + PPC_Generic 2,384 3.3 36 1.51% £3,604 £100 £1,500 240%
  13. 13. Putting PTC into Practice
  14. 14. Optimising Paths To Conversion Autumn Prospect Catalogue Campaign • Prospect Catalogue campaign mailed 27/7/10. • Customer offer of 10% OFF plus free delivery & returns.
  15. 15. Optimising Paths To Conversion Autumn Prospect Catalogue Campaign • Prospect Catalogue campaign mailed 27/7/10. • Customer offer of 10% OFF plus free delivery & returns. • Non-responders mailed with £10 OFF follow-up voucher on 24/8/10. • We track response from the redemption of offer codes. • This gives a limited view of results with no channel interaction. • So we merged the offline data with Tagman data to give combined PTCs.
  16. 16. Optimising Paths To Conversion Prospect Catalogues & Paths To ConversionConversion Event Conversio SalesTime Event # Event Time Type Campaign Placement Ref Click Ref n ID Value03/10/2010 11:39 0 27/08/2010 DM UK Prospect Catalogue U107304142 65.86 03/10/2010 11:39 1 05/09/2010 10:26 Click UK Affiliate Window 67035 U107304142 65.86 03/10/2010 11:39 2 08/09/2010 19:15 Click UK Affiliate Window 67546 9487S34 U107304142 65.86 03/10/2010 11:39 3 09/09/2010 19:06 Click UK Affiliate Window 105010 boden U107304142 65.8603/10/2010 11:39 4 24/09/2010 DM UK Prospect Voucher U107304142 65.86 03/10/2010 11:39 5 01/10/2010 11:26 Click UK Direct to site U107304142 65.86 03/10/2010 11:39 6 01/10/2010 11:52 Click UK Affiliate Window 67035 boden U107304142 65.86 03/10/2010 11:39 7 03/10/2010 08:23 View UK Platform-A 03m807_10fdr_160x600f 903 U107304142 65.86 03/10/2010 11:39 8 03/10/2010 11:33 Click UK SEO Brand google.co.uk boden U107304142 65.8603/10/2010 11:52 0 27/08/2010 DM UK Prospect Catalogue U107304588 84.55 03/10/2010 11:52 1 16/09/2010 08:48 Click UK Affiliate Window 67546 1929S34K47476 U107304588 84.55 03/10/2010 11:52 2 23/09/2010 18:01 Click UK PPC Google Brand boden U107304588 84.5503/10/2010 11:52 3 24/09/2010 DM UK Prospect Voucher U107304588 84.55 03/10/2010 11:52 4 28/09/2010 16:12 Click UK SEO Brand google.co.uk boden U107304588 84.55 03/10/2010 11:52 5 28/09/2010 16:43 Click UK Boden email U107304588 84.55 03/10/2010 11:52 6 03/10/2010 11:33 Click UK Affiliate Window 54760 U107304588 84.55 03/10/2010 11:52 7 03/10/2010 11:43 Click UK Direct to site U107304588 84.55
  17. 17. Optimising Paths To Conversion Prospect Catalogue Touch-Point Mix Total Campaign • A total of 5,389 customers # Touch % Touch converted online. Points Points • 3,420 customers converted withProspect Catalogue 5,389 - the voucher (a month later).Voucher Letter 3,420 - • 1,969 customers converted from the catalogue without a voucher.
  18. 18. Optimising Paths To Conversion Prospect Catalogue Touch-Point Mix Total Campaign • Largest online touch-point overlaps # Touch % Touch are Direct To Site and Natural Points Points Search Brand.Prospect Catalogue 5,389 - • Sequence analysis tells us 27% ofVoucher Letter 3,420 - first touch-points are Direct To Site (vs 31% for total touch-points)Direct To Site 3,127 31%Natural Search Brand 3,097 31% • 82% of Direct To Site 1st touch-Affiliates 1,071 11% points are converting.Paid Search Brand 913 9% • Natural Search Brand accounts forDisplay Advertising 906 9% 40% of 1st touch-points..Boden Email 556 5% • Only 46% of these convert from 1stPaid Search Generic 304 3% touch-point (vs. 31% for total).Natural Search Generic 109 1%Comparison Shopping 50 0% • There is also significant overlapReferrer 20 0% with Affiliates and Display. • Paid Search is low due to ‘brand- 10,153 100%Total (ex DM) off’ test.
  19. 19. Optimising Paths To Conversion Catalogue Converters vs. Voucher Converters Catalogue Converters Voucher Converters • PTCs converting # Touch % Touch # Touch % Touch without / before the Points Points Points Points voucher mail areProspect Catalogue 1,969 - 3,420 - Catalogue ConvertersVoucher Letter 0 - 3,420 - • PTCs converting with / after the voucher mailDirect To Site 961 28% 2,166 32% are VoucherNatural Search Brand 970 28% 2,127 32% Converters.Affiliates 452 13% 619 9%Paid Search Brand 422 12% 491 7%Display Advertising 295 9% 611 9%Boden Email 153 4% 403 6%Paid Search Generic 108 3% 196 3%Natural Search Generic 40 1% 69 1%Comparison Shopping 22 1% 28 0%Referrer 7 0% 13 0%Total (ex DM) 3,430 100% 6,723 100%
  20. 20. Optimising Paths To Conversion Catalogue Converters vs. Non-converters Catalogue Converters Catalogue Non- Converters • Touch-points from # Touch % Touch # Touch % Touch Voucher Converters Points Points Points Points before voucher mailProspect Catalogue 1,969 - 3,420 - can be used as non-Voucher Letter 0 - 0 - converting paths. • Catalogue ConvertersDirect To Site 961 28% 86 10% made 180% more useNatural Search Brand 970 28% 238 29% of Direct To Site thanAffiliates 452 13% 121 15% Catalogue Non-Paid Search Brand 422 12% 250 30% Converters.Display Advertising 295 9% 36 4%Boden Email 153 4% 24 3% • 60% less use of PaidPaid Search Generic 108 3% 44 5% Search BrandNatural Search Generic 40 1% 13 2% • 125% more use ofComparison Shopping 22 1% 10 1% Display.Referrer 7 0% 3 0%Total (ex DM) 3,430 100% 825 100%
  21. 21. Optimising Paths To Conversion Autumn Prospect Summary • Majority of touch-point interactions are Direct To Site. • These convert better than other marketing channels from first touch-point and have a higher mix in Catalogue Converter PTCs. • Natural Search Brand converts worse from first touch- point and Paid Search Brand has a higher mix in Catalogue Non-converter PTCs. • This could be explained by the use of untracked landing pages versus the homepage. • Display interactions, though minimal, are co- operative, having higher mix in Catalogue Converter PTCs.
  22. 22. Optimising Paths To Conversion Watch this space The end.Thank you very much for listening. Oliver Elliott http://uk.linkedin.com/in/olivervelliott

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